Getachew, 42, opened her store after falling in love with the Short North. When her doctor husband, Mikael, transferred to Cincinnati, they moved-but she vowed to keep her vision alive. The mother of 6-year-old twins Hannah and Grace now commutes to and from Columbus four days a week to run her chic, environmentally conscious store. Substance includes its own design studio, carries many lines made with organic or sustainable fibers, and donates a portion of each sale to public education improvement.

In Her Words

Your style:
I revere classic but always with a modern, urban twist.

Why style matters:
Style provides creativity and a soul-nourishing self expression everyday.

Your inspiration:
My 6-year-old twins. Unaware of style don'ts, they innocently encourage bent rules. Plaid and tiaras with leopard? Why not?

What She's Wearing
Oyukaa skirt, $88; Necessitees blazer, $85; Michael A. Gaines necklace, $158; Phoebe Charn vegan bootie, $45; all at Substance.

Substance for Fashion Conscious People is located at 783 N. High St., Short North. For more, visit ShopSubstance.com.